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Uses and Effects of Social Media During the 2012 Campaign

Examines some how social networking sites were used for political activity during the 2012 campaign. Explores some potenital effects of political activity on Facebook. Previews a couple of upcoming research projects in the Media & Interaction Lab.

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Transcript of Uses and Effects of Social Media During the 2012 Campaign

IF YOU WANT TO SEE AN EXAMPLE ON HOW TO USE THIS TEMPLATE, PLEASE CHECK:https://prezi.com/n-8ibkiw881r/number-systems/New Media & Personal Connections With PoliticiansElizabeth CohenUses and Effects of Social Media During the 2012 Election CycleDepartment of Communication Studies West Virginia UniversityUsesEffectsResearch Developing in the Media & Interaction LabDual-Screen Use and Interpretation of Political Events

“Liked” or promoted materials related to politics Encouraged people to vote or take action on political issues Posted or reposted thoughts or comments on political issues Joined a political social network group or followed political candidates or officialsPolitical Uses of Social Media During the 2012 Election CycleYoung adults more likely to post their own thoughts or comments on political and social issues

Young adults more prone to post links to political stories and articles

Republicans more likely to have reposted political content posted by someone else

Democrats more likely to have promoted political materials

Democrats more likely to have encouraged people to voteDemographic Differences in Social Media Use During the 2012 Election CycleObama Went into the Election with a Higher Social Media RankingOverall, Democrats (and relatedly, young adults) appear to be a bit more politically active on social media

Social media magnifies the extremes: liberal Democrats and conservative Republicans are more likely than other groups to engage in many political activities on social network sitesNotable TrendsSource: Pew Internet Surveys (pewinternet.org)Age:Political Party Affiliation:Source: Pew Internet Surveys (pewinternet.org)60% of Americans use social networking sites or Twitter

66% of these users reported engaging in at least one the following political activities during the 2012 election:Social Networking Democrats Think the Sites are More Important for Political Activities78% of Americans relied on TV, newspapers, and radio for their news in 2012

Popularity of social media for campaign news is steadily growing, but cable news was king in 2012

3. Reinforced political affiliations and social network group normsWhat Role Did Social Media Play in the 2012 Election?Becoming more difficult to untangle which source sets the news agenda; Which influences what we talk about during the election?

Most-likely: They feed each other when soundbites and memes are amplified by social media

Influenced or Amplified News AgendaPolitical Internet MemesSocial media use in the 2012 election provided new ways for the the public, journalists, and campaigns to gauge public sentiment about candidates and what they are sayingProvided New Metrics for Gauging Public Political SentimentPolitical activity on social media may not have changed any body’s mind, but it probably solidified existing alliances and help parties excite their base

Could have influenced behavior by permitting people to see what other people in their social network were doing or advocatingUse of Social Media Reinforced Social and Political Group normsFollowing politicians on Facebook or Twitter, watching their Youtube videos (or reality TV shows!) might make people feel personally connected to politicians, as if they know them as friends

In the Media & Interaction Lab, we're beginning a project to look at the frequency and ramifications of these attachments for political behavior and decision-makingSocial Media Can Foster Connections to Politicians

Dual Screen Use During Political Events: Can You Really Watch a Debateand Post Social Network Comments at the Same Time?Traditional news sources vs. social media news sourcesProvide running commentary on the electionPotential to shape news agenda, gauge public sentiment, and reinforce political affiliations or group normsNotably, successful memes are crafted and distributed by crowds, not campaigns or Super PACS"Everybody's doing it"